This may be relevant tomorrow after my Spin is posted:
Sometimes, companies weave advertising into media that haven't carried advertising previously, or vehicles that aren't typically thought of as advertising-friendly - 'virgin vehicles,' if you will. The advertiser and its agencies wonder beforehand whether people using the vehicle will tolerate their presence there.

The mere presence of the marketer there isn't usually the thing that sets users of the medium off. The presence of an inappropriate "buy my crap" message is.